UK – Clay Paky’s Alpha Beam luminaires have played an integral role in a technology-rich internal launch event at Birmingham’s NEC for new mobile communications company EE – which runs T-Mobile and Orange.
Six Clay Paky Alpha Beam 300s were specified by entertainment lighting specialists White Light for the ambitious project, which immersed EE employees in an interactive experience of all things 4G to introduce them to the new brand.
White Light’s Richard Saunders explains his choice of fixtures, commenting, “I was looking for a unit that would supply an ACL style beam with low power consumption and would also stand out from the tungsten warmth. The Alpha Beam 300s were a great fit.”
Saunders positioned the Clay Paky fixtures at the end of the event’s central corridor, using their bright beam and motion to draw the audience into the main exhibit. The fixtures supported his overall design for the event and the new EE Live Vision.
“I used the bright Alpha Beam to cut through the darkness and sweep into the space,” Saunders continues, “giving the impression of clean, fast-moving lines and simulating EE’s superfast 4G network speeds.”
The launch experience took EE employees on a playful, purposeful and fun journey to reflect how EE views its branding. And in the spirit of innovative technology, the event boasted 3D holograms of EE’s top directors, and allowed employees to play with the network’s 4G service.
Saunders says he approached the planning of EE Live in sections, identifying key experience areas first and tying them together with unifying colours and textures. “The key to this project was blending all of the different experience areas into one strong aesthetic,” he explains. “The addition of colour and texture was important in establishing a fun atmosphere that encouraged participation, while also unifying the entire experience for visitors.”